CHANEL unveils the new campaign film for COCO MADEMOISELLE CRUSH ABSOLU, starring Gracie Abrams, the American singer-songwriter, GRAMMY®-nominated artist and Ambassador of the Maison, and directed by acclaimed British filmmaker Joe Wright.
Set against a nocturnal Paris, the film follows a woman who breaks away from convention and gives herself over to the energy of the city. Haussmannian architecture, deserted streets and dimly lit façades establish an elegant, almost timeless setting, before the story gradually takes on a more spontaneous and vibrant rhythm.
At the beginning, Coco appears dressed and adorned in layers of fabric, surrounded by the codes of another era. Then she lets them go. With bare legs, a boyish haircut and a simple white garment, she runs into the night, moving without a fixed destination and following instinct rather than a plan.
Her journey eventually leads her to a Parisian café, where the atmosphere shifts. A movement, the strike of a heel, a clap of the hands: Coco’s energy begins to spread through the room. One by one, the people around her are drawn into the moment until the café becomes a single, pulsating crowd.
The sequence develops into an unexpected celebration, with Joe Wright turning the movement of the characters into a dynamic cinematic choreography. Coco eventually climbs onto the gilded bar before diving back into the crowd, carried by the energy she has set in motion.
Through its visual language, the film captures the character of COCO MADEMOISELLE CRUSH ABSOLU: sensual, spontaneous and magnetic. Paris becomes more than a backdrop; it becomes a space for freedom, where convention gives way to instinct and a single presence can transform an entire room.
